Google’s first-gen $35 Chromecast streaming stick was a brilliant innovation. The device flew off the shelves, as Google couldn’t make enough to meet demand. The stick turned any TV into a smart TV that could stream content from most streaming apps. Amazon and Roku followed suit, but Google kept iterating as well. Meanwhile, Apple never made its own affordable
Apple TV Plus’ performance
A relatively new entrant in the industry,
Moreover, Apple plans to spend $500 million on marketing
Apple TV streaming stick never had a chance
The same report also indicates that Apple has been looking at manufacturing its own affordable streaming stick. Tim Twerdahl was the executive supporting the product. Twerdahl joined Apple in 2017 after working for Amazon, Roku, and Netflix. He led product marketing for Apple’s home and audio products and departed from the company in recent months.
The exec believed that an
But the product never had a chance, as it found strong opposition from Greg Joswiak and Phil Schiller:
But two longtime Apple marketing executives, Greg Joswiak and Phil Schiller, overruled Twerdahl, said the person familiar with the discussions. They didn’t want Apple getting into the business of making cheap, low-margin devices, and they were concerned that putting Apple’s brand on them would tarnish its reputation for building premium products. In the end, Apple decided it was comfortable developing an app for
Apple TV[Plus] that worked on hardware products from Samsung, Roku, Amazon and others, even if they were relatively inexpensive.
Indeed, a streaming stick doesn’t seem necessary in a world where all new TVs come with smart features. This includes support for